Like you will not typically witness pink or pastel colors in products and services aimed at men. Different business branches have color ranges typical for them. When we look at something, the color information is perceived instantly and using a distinctive color (maybe two or three) turns out to be very effective in reminding us of a certain brand. It is evident, which Allianz logo design would be the easiest to draw from memory. A simplified logo is much easier to remember. Whereas from a less technical point of view, unnecessary details are a distraction. poor fax or xerographic copies, heavily compressed graphic files). There is also less possibility for potential damage resulting from low reproduction quality (i.e. A graphic mark like this gains visual strength. As visible on the case of German insurance company Allianz logo history, some details cease to mean anything at a small size and it is better to reduce the design to just the crucial elements. Rob Janoff "bit" the apple – had he not done it, it could be mistaken for a cherry.įorm reduction greatly improves legibility. As evident in the initial examples, legibility is an essential principle in logo design (and all graphic design in my opinion).Īccounting for the fact, that a logo repeatedly appears at small sizes, it is crucial that its graphic symbol and wordmark are easy to read and identify at a glance.Īnd the logo designer has to be fully aware of how the logo communicates.
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